Systems and methods for providing cross-vertical profiling and searching

ABSTRACT

Methods and systems of providing a user profile for multiple verticals are disclosed herein. The methods and systems disclosed herein aggregate user profile information from multiple verticals and redistributes aggregated data to the multiple verticals to create more robust personalized profiles. A first input that populates a first vertical attribute in a first vertical profile is received from a user computing device. The first vertical attribute can hold a first value for a user characteristic. A second user input that populates a second vertical attribute in the second vertical profile is received from the user computing device. The second vertical attribute can hold a second value for the user characteristic. The first value of the first vertical attribute is assigned to an attribute in the generic profile if the first vertical attribute is determined to have a greater reliability weight than a reliability weight of the second vertical attribute. The second value of the second vertical attribute is assigned to an attribute in the generic profile if the second vertical attribute is determined to have a greater reliability weight than the reliability weight of the first vertical attribute.

BACKGROUND

1. Field

The present disclosure relates to Internet verticals. In particular, itrelates to systems and methods of providing profiling a searching basedon one or more Internet verticals.

2. General Background

Internet searching has become a pervasive user activity. In order toprovide a better Internet search experience, search engines attempt topersonalize searching so that search results are more relevant to theuser. Thus, search results can be personalized using user onlinebehavior and preferences. User behavior can be established by trackinguser activities online, storing user preferences, etc. In addition,activities for a specific service or vertical can be tracked differentlythan activities tracked for another service or vertical. Internetverticals generally refer to specialized services such as job listingsand recruiting, automobile commerce, real estate, personal datingservices, etc.

SUMMARY

In one aspect, there is a method of providing a user profile formultiple verticals. A first input that populates a first verticalattribute in a first vertical profile is received from a user computingdevice. The first vertical attribute can hold a first value for a usercharacteristic. A second user input that populates a second verticalattribute in the second vertical profile is received from the usercomputing device. The second vertical attribute can hold a second valuefor the user characteristic. The first value of the first verticalattribute is assigned to an attribute in the generic profile if thefirst vertical attribute is determined to have a greater reliabilityweight than a reliability weight of the second vertical attribute. Thesecond value of the second vertical attribute is assigned to anattribute in the generic profile if the second vertical attribute isdetermined to have a greater reliability weight than the reliabilityweight of the first vertical attribute. User characteristics can be thefirst name, the last name, the age, the gender, the spending habits, orthe social habits of the user.

In one aspect, the first input and/or the second input can comprise theselection of an item listed in the first vertical. In another aspect,the first input and/or the second input can comprise the registration ofthe user in the first vertical.

In a further aspect, a web search request can be received from the usercomputing device. Data on the World Wide Web that is relevant to theattribute in the generic profile is identified.

Furthermore, a heavy reliability weight is assigned to the firstattribute in the first vertical if it is established that the user willlikely provide reliable data for the second attribute in the secondvertical. A heavy reliability weight is assigned to the second attributein the second vertical if it is established that the user will likelyprovide reliable data for the second attribute in the second vertical.

In another aspect, the first vertical and/or the second vertical can bean Internet service such as an Internet job listing service, an Internetdating service, an Internet product comparison service, Internetautomobile purchase service, Internet real estate service, an Internettravel service, an Internet media service, or an Internet socialnetworking service.

In one aspect, the generic profile is a demographic profile, a contentprofile, a user access profile, or a preferences profile. In a furtheraspect, the generic profile can be accessible to the first verticalthrough a first vertical engine. In addition, the generic profile can beaccessible to the second vertical through a second vertical engine.

Furthermore, the generic profile can be utilized to personalize searchinput from a user, search results from a user search, targetedadvertisement, or electronic communications.

In one aspect, there is a system to provide user profiling of a user ofmultiple verticals comprising a network server and a profiling module.The network server receives from a user computing device a first inpututilized to populate a first vertical attribute in a first verticalprofile. The first vertical attribute can hold a first value for a usercharacteristic. The network server further configured to receive fromthe user computing device a second user input utilized to populate asecond vertical attribute in the second vertical profile. The secondvertical attribute holding a second value for the user characteristic.The profiling module creates a generic profile. The profiling moduleconfigured to assign the first value of the first vertical attribute toan attribute in the generic profile if the first vertical attribute isdetermined to have a greater reliability weight than a reliabilityweight of the second vertical attribute. The profiling module can befurther configured to assign the second value of the second verticalattribute to an attribute in the generic profile if the second verticalattribute is determined to have a greater reliability weight than thereliability weight of the first vertical attribute.

DRAWINGS

The features and objects of alternate embodiments of the presentdisclosure will become more apparent with reference to the followingdescription taken in conjunction with the accompanying drawings ofvarious examples wherein like reference numerals denote like elementsand in which:

FIG. 1 depicts a component diagram of a system for providingcross-vertical profiling according to one embodiment.

FIG. 2 depicts a component diagram of a computing device according toone embodiment.

FIG. 3A depicts a flow diagram of a process for profiling a useraccording to one embodiment.

FIG. 3B depicts a flow diagram of a process for profiling a useraccording to another embodiment.

FIG. 4 depicts an exemplary table for weighting a jobs vertical userprofile according to another embodiment.

FIG. 5 depicts an exemplary table for weighting a dating vertical userprofile according to another embodiment.

FIG. 6 depicts an exemplary table for weighting a shopping vertical userprofile according to another embodiment.

FIG. 7 depicts an exemplary table of a demographic user profileaccording to another embodiment.

DETAILED DESCRIPTION

Various methods and systems for profiling and searching are disclosed. Aservice provider can host one or more verticals. As discussed herein, avertical is a specialized process or service that provides users aspecialized experience within a larger universe of services. Forexample, within a service provider such as Yahoo!, a vertical caninclude Calendar, Classifieds, Education, Entertainment, Finance, Food,Games, Health, Horoscopes, Jobs, Kids, Maps, Messenger, Movies, Music,Personals, Photos, Real Estate, Shopping, etc.

Based on user activity on each vertical, user data can be gathered inorder to create one or more cross-vertical user profiles that containthe most reliable data selected from each vertical. The most reliabledata is obtained by selecting data from vertical-specific profiles thatare likely to have such reliable data. For example, users are likely toprovide reliable job-related data in a job listing service, reliableentertainment data on a dating service, and reliability travelingpreference data on a traveling vertical. Therefore, a horizontalcross-vertical profile can be assembled to have the most reliable datafrom each vertical-specific profile.

FIG. 1 depicts a component diagram of a system for providingcross-vertical profiling according to one embodiment. In one embodiment,the service provider 140 can host one or more online services orverticals. As such the service provider 140 can be a business entitythat owns and operates a computer infrastructure connected to a datanetwork 104 in order to provide a plurality of verticals that can beaccessed by users. Users can access the verticals provided by theservice provider 140 via a data network 104. In one embodiment, the datanetwork 104 is the Internet. In another embodiment, the data network 104is an intranet. A user can utilize a user computing device 102 tocommunicate via the data network 104 with one or more computing modulesand or services that are part of the computer infrastructure managed bythe service provider 140.

In one embodiment, the computer device 102 can be configured with a webbrowser that allows the user computing device 102 to send data to andreceive data from a network server 106. The computing device 102communicates with the network server to render web pages received fromthe network server 106, as well as transmit user input to the networkserver 106. In another embodiment, the user computing device 102 cancommunicate through the data network 104 via any client-side applicationconfigured to communicate in a predetermined protocol with the networkserver 106.

In one embodiment, the network server 106 is configured as a portal tomultiple verticals provided by the service provider 140. As such, thenetwork server can provide multi-vertical access to a user. For example,the user may access Automobiles vertical where the user can requestinformation about automobiles, post for sale vehicles and parts, viewlistings, etc. In this example, the network server 106 can communicatewith processes, modules, and any other computer infrastructure that canprovide with the capability of interacting with the user, and providingthe user with information regarding automobiles. Likewise, the networkserver can also allow for alternative verticals to be explored by theuser. For example, the user can request information regarding datingservices or job listing services, etc. As one skilled in the art willunderstand, the network server can be a plurality of servers, each ofwhich can be a server that is dedicated for a specific vertical.

In one embodiment, the network server 106 can be configured to collectexplicit data provided by the user. For example, the network server 106can record user demographic information entered by the user such asfirst name, last name, age, gender, date of birth, etc. and store suchinformation in one or more user profiles. In addition, each vertical canalso be configured with processes or modules configured to store userdemographic data or any other explicit data provided by the user. Thus,for example, a first vertical engine 114 corresponding to a firstvertical can interact and receive user demographic data from the networkserver 106 and store the received data at the user profiles database112. The user profiles database 112 can be a data repository that isspecific to the first vertical. Thus, if for example the first verticalis a vertical for job listings, the profiles stored at the user profilesdatabase 112 will correspond to user profiles of jobseekers.

Likewise, the network server 106 can communicate to a second verticalengine 118 data corresponding to interaction of the user with a secondvertical. For example, demographic data, content preferences, or anyother explicit data provided by the user can be received by the secondvertical engine 118 and further stored at the user profile database 116.The user profiles database 116 can be also vertical specific, such thatthe profiles stored therein contain data specifically collected for thesecond vertical. Thus, if the second vertical is a dating service, auser profile stored at the user profiles database 116 would correspondto users who have accessed or registered for the dating servicevertical, and that have provided information in order to participate inthe dating service. In addition, many other verticals and associatedcomputer infrastructure can communicate with the network server 106 inorder to provide the user with the option of visiting various verticals.As such, other vertical engines 122 and other user profiles databases120 can work as part of additional infrastructures or additionalverticals.

In addition to collecting explicit data from a user, the network server106 can further be configured to also collect duplicate data from theuser. For example, the network server 106 can record user activity suchas web requests, search areas, search results, safe listings, printedlistings, e-mailed listings, biddings, purchases, registrations,requested media, uploaded media, etc. User activity can be stored ateach of the user profiled databases specific to each vertical, namely,user profiles database 112, user profiles database 116 and any otheruser profiles databases 120.

The service provider 140 can also include a profiling module 110 that isconfigured to retrieve user specific data from each of the user profilesin each vertical of the service provider 140. As such, the profilingmodule 110 can include logic to calculate and retrieve the most reliabledata from each of the user profiles 112, 116 and 120 to createcross-vertical horizontal profiles. Thus, the horizontal profilescreated by the profiling module 110 can be shared across all verticalsonce the data has been harvested from each vertical.

In one embodiment, a demographic profiles database 124 can storehorizontal profiles that include the most reliable data for each userand be shared across all verticals. For example, the demographicprofiles database 124 can include a demographic profile for a user thatstores demographic data such as first name, last name, age, gender, dateof birth, salary, professional information, occupation, race, maritalstatus, children, political affiliations, environmental patronage, etc.For each attribute of a demographic profile, one specific vertical mighthave more reliable data than others. For example, the jobs vertical canprovide precise information regarding salary, education, experience andlocation of a user. In another example, a dating service vertical canprovide accurate information about social habits and entertainment ofthe user. In yet another example, a shopping vertical can provideaccurate information about spending habits, etc. Data collected fromeach of the verticals can be analyzed to derive precise and accurateuser demographics as well as user behavior which can be stored in one ormore horizontal profiles. As such, the demographic profiles database 124can include detailed information regarding a user based on cross-sharingand cross-harvesting from multiple verticals.

Likewise, an access profiles database 126 can store a horizontal profilefor a user that is indicative of Internet access habits. For example,the access profile of a user can be indicative of whether a user likesto access the Internet via a desktop, PDA or another computing device.In addition the access profile can also be indicative of frequentlyaccessed services such as e-mail, instant messenger, blogs, syndicationfeed usage, etc.

In another embodiment, a preference profiles database 128 can also allowto store horizontal profiles that are indicative of user look and feelpreferences. For example, document layout, format preferences, languagepreferences, etc. In yet another embodiment, a content profiles database130 can also be utilized and derived by the profiling module 110containing horizontal profiles of users and their content viewinghabits. Thus, for example, content analysis documents viewed, saved,e-mailed or acted upon can be conducted and the results stored on thecontent profiles database 130.

In one embodiment, content analysis can be conducted via one or morealgorithms and methods. In one example, the personalization method andcontent analysis can include clustering which is used to organize dataas part of a vertical specific hierarchy. Thus, for example, contentviewed in one or more verticals can be analyzed and clustered to be morerelevant to a specific vertical than others. Another method used forcontent analysis can be for example a normalization method that allowsthe variations of a term to be mapped to a single recognizable value. Inaddition, a classification algorithm can also be utilized in order tobucket like terms as being equivalent for the purposes of searching in avertical. Thus, user searches can provide more meaningful results.

Likewise, any horizontal profile can be utilized by any vertical inorder to provide a personalized experience to the user based on datathat has been learned from each vertical and made available to all ofthe other verticals via horizontal profiles.

In another embodiment, the service provider 108 can further beconfigured with a search engine 108. The search engine 108 can includelogic to receive general web searches, and search using horizontal andvertical profiles of a user in order to populate the most relevant data.In addition, the search engine 108 can also be configured to receivevertical-specific search queries and search in information of eachvertical using various user profiles in order to return relevant searchresults to the user. For example, the search engine 108 can utilizehorizontal profiles in databases 124, 126, 128 and 130. In addition, thesearch engine 108 can also utilize profiles in vertical specificdatabase such as user profiles database 112, profiles database 116,and/or other databases 120.

While various databases have described herein, one skilled in the artwill recognize that each of the aforementioned databases can be combinedinto one or more data repositories, and be located either locally orremotely. In addition, each of the aforementioned databases can be anytype of data repository configured to store data and can be implementedusing any methods of storage now known or to become known. Likewise,while various modules have described herein, one skilled in the art willrecognize that each of the aforementioned modules can be combined intoone or more modules, and be located either locally or remotely. Each ofthese modules can exist as a component of a computer program or process,or be standalone computer programs or processes recorded in a datarepository.

FIG. 2 depicts a component diagram of a computing device according toone embodiment. The computing device 200 can be utilized to implementone or more computing devices, computer processes, or software modulesdescribed herein. In one example, the computing device 200 can beutilized to process calculations, execute instructions, receive andtransmit digital signals, as required by the user computing device 102.The computing device 200 can be utilized to process calculations,execute instructions, receive and transmit digital signals and/or dataas required by the profiling module 110, the network server 106, and/orthe search engine 108.

The computing device 200 can be any general or special purpose computernow known or to become known capable of performing the steps and/orperforming the functions described herein, either in software, hardware,firmware, or a combination thereof.

The computing device 200 includes an inter-connect 208 (e.g., bus andsystem core logic), which interconnects a microprocessor(s) 204 andmemory 206. The inter-connect 208 interconnects the microprocessor(s)204 and the memory 206 together. Furthermore, the interconnect 208interconnects the microprocessor 204 and the memory 206 to peripheraldevices such input ports 212 and output ports 210. Input ports 212 andoutput ports 210 can communicate with I/O devices such as mice,keyboards, modems, network interfaces, printers, scanners, video camerasand other devices. In addition, the output port 210 can furthercommunicate with the display 104.

Furthermore, the interconnect 208 may include one or more busesconnected to one another through various bridges, controllers and/oradapters. In one embodiment, input ports 212 and output ports 210 caninclude a USB (Universal Serial Bus) adapter for controlling USBperipherals, and/or an IEEE-1394 bus adapter for controlling IEEE-1394peripherals. The inter-connect 208 can also include a network connection214.

The memory 206 may include ROM (Read Only Memory), and volatile RAM(Random Access Memory) and non-volatile memory, such as hard drive,flash memory, etc. Volatile RAM is typically implemented as dynamic RAM(DRAM), which requires power continually in order to refresh or maintainthe data in the memory. Non-volatile memory is typically a magnetic harddrive, flash memory, a magnetic optical drive, or an optical drive(e.g., a DVD RAM), or other type of memory system which maintains dataeven after power is removed from the system. The non-volatile memory mayalso be a random access memory.

The memory 206 can be a local device coupled directly to the rest of thecomponents in the data processing system. A non-volatile memory that isremote from the system, such as a network storage device coupled to thedata processing system through a network interface such as a modem orEthernet interface, can also be used. The instructions to control thearrangement of a file structure may be stored in memory 206 or obtainedthrough input ports 212 and output ports 210.

In general, routines executed to implement one or more embodiments maybe implemented as part of an operating system 218 or a specificapplication, component, program, object, module or sequence ofinstructions referred to as application software 216. The applicationsoftware 216 typically can comprises one or more instruction sets thatcan be executed by the microprocessor 204 to perform operationsnecessary to execute elements involving the various aspects of themethods and systems as described herein. For example, the applicationsoftware 216 can include video decoding, rendering and manipulationlogic.

Examples of computer-readable media include but are not limited torecordable and non-recordable type media such as volatile andnon-volatile memory devices, read only memory (ROM), random accessmemory (RAM), flash memory devices, floppy and other removable disks,magnetic disk storage media, optical storage media (e.g., Compact DiskRead-Only Memory (CD ROMS), Digital Versatile Disks, (DVDs), etc.),among others. The instructions may be embodied in digital and analogcommunication links for electrical, optical, acoustical or other formsof propagated signals, such as carrier waves, infrared signals, digitalsignals, etc.

FIG. 3A depicts a flow diagram of a process for profiling a useraccording to one embodiment. At process block 302, user profile data iscollected from a user profile in a first vertical. As previouslymentioned, a profile of a user that is vertical-specific can includevertical specific information that can be collected to later be utilizedin creating a horizontal profile. Process 300 continues at process block304.

At process block 304, user profile data from a user profile in a secondvertical can be collected. As such, the user data in the second verticalcan be populated either thorough direct explicit user input or bycollecting implicit user input (i.e., history of visited sites,click-through rate, viewed content, etc.). Process 300 continues atprocess block 306.

At process block 306, the most reliable data from the collected data canbe collected based on pre-assigned weight of the first vertical and thesecond vertical. The pre-assigned weight of the first vertical can beestablished based on the reliability of attributes of the first verticalas related to the user. For example, as previously mentioned, if anattribute regarding salary or education for a jobs vertical iscollected, such attribute as related to the jobs vertical would beweighted heavily. Process 300 continues at process block 308. At processblock 308, a generic profile such as a demographic profile or any otherhorizontal profile can be updated with the value of the data determinedto be the most reliable.

FIG. 3B depicts a flow diagram of a process for profiling a useraccording to another embodiment. At process block 312, user inputcorresponding to a first vertical can be received and collected as afirst value. The first value can then be stored as a value for a firstattribute on a database of a first vertical. Process 310 continues atprocess block 314.

At process block 314, a second input corresponding to a second verticalcan be collected and stored as a second value for a second attributethat is stored in a database of a second vertical. Process 310 continuesat process block 316. At process block 316, the value of the firstattribute is assigned to an attribute of a generic profile if the firstattribute has a greater reliability weight than the second attribute.The reliability weight of the first attribute can be pre-establishedbased on the whether a user is likely to enter reliable information forthe first attribute when interacting in the first vertical. Process 310continues at process block 318.

At process block 318, the value of the second attribute is assigned tothe attribute in the generic profile if the second attribute has agreater reliability weight than the first attribute. Again, thereliability weight of the second attribute can be pre-established basedon the whether a user is likely to enter reliable information for thesecond attribute when interacting in the second vertical.

FIG. 4 depicts an exemplary table for weighting a jobs vertical userprofile according to another embodiment. Table 400 illustrates aplurality of attributes that can be stored as part of a user profile. Inaddition, the corresponding weights for each attribute can also beillustrated as part of table 400. The exemplary table illustrated intable 400 can be utilized for weighting any user profile for a jobsvertical. In other words, the jobseeker user profile having attributesfor job related demographic data can be weighted according to table 400.For example, education, salary, first name, last name includes data thata jobseeker would provide to a recruiter or employer for the purposes ofobtaining employment. As such the data that a jobseeker provides to theemployer or recruiter in seeking employment can generally be assumed tobe reliable data because jobseekers would generally be truthful aboutdemographic data provided to a recruiter or employer. As such, jobseekerprofile attributes such as 418, 420, 422, 426, 428 and 430 correspondingto first name, last name, age, profession, education and salary levelsare attributes that can be established to be highly reliable attributes.As such, the corresponding weight of each of such attributes can be 1.In other words, the attribute would be heavily weighted such that whenin comparison to the attributes of other profiles of other verticals,the value of the aforementioned attributes has higher weight. Thus,weight 446, 448, 450, 454, 456 and 458 can be assigned a weight of 1.

Furthermore, gender attribute 424 can be assigned a weight 452 of 0.5.This weight would be indicative that the gender information provided bythe job seeker may or may not be reliable. Likewise, other attributes,such as traveling habits, social habits 434, hobbies 436, entertainment438, music preferences 440, spending habits 442 and technologypreference 444 are not necessarily as reliable within the context of ajobs vertical. However, a jobseeker profile having an attribute oftraveling habits 432 could be assigned a weight of 460 of 0.8, incomparison with a social habits attribute 434, which would only beassigned a weight 462 of 0.2. In other words, a jobseeker profile wouldbe more indicative of traveling habits than social habits because duringthe course of employment, an individual or user might provide morereliable information regarding traveling (e.g., business travel), thansocial interaction and social activities.

FIG. 5 depicts an exemplary table for weighting a dating vertical userprofile according to another embodiment. Table 500 illustrates multipleattributes for a user profile that has registered or interacts in adating vertical. Attributes 518, 520, 522, 524, 528 and 530corresponding to first name, last name, age, gender, education andsalary level are attributes that are not necessarily reliable in thecontext of the dating profile. Therefore, the aforementioned attributescan be weighted lightly. In other words, the weight 546, 548, 550, 552,556 and 558 can be assigned a weight of zero. In contrast, a socialhabits attribute 534, a hobbies attribute 536 and a music preferencesattribute 540 are more reliable and therefore can be weighted moreheavily. For example, the social habits attribute 534 can be assigned aweight 562 of 1, while the hobbies attribute 536 can be assigned aweight 564 of 0.75.

FIG. 6 depicts an exemplary table for weighting a shopping vertical userprofile according to another embodiment. A shopping vertical can providefurther information about a user that is indicative of user purchasingactivities and behavior. Attributes such as hobbies 636 and spendinghabits 642 are highly reliable because within the shopping context, usershopping activities can be very indicative of hobbies and spendinghabits of the user. Thus, hobbies and spending activities user can beimplicitly determined or the user can explicitly provided by the user.For instance, spending habits can be weighted heavily since the spendinghabits of a user within the shopping vertical can be clearly defined. Assuch, the hobbies attribute 636 can be provided a weight 664 of 0.7. Inanother example, the spending habits 642 can be provided a weight 670of 1. Of course, other attributes within a shopping vertical can bederived accurately.

FIG. 7 depicts an exemplary table of a demographic user profileaccording to another embodiment. The table 700 illustrates a horizontalprofile that is created based on values of vertical profilescorresponding to various verticals. As previously discussed, thedemographic profile or other horizontal profiles as disclosed hereinwould be provided with a list of attributes that encompasses some or allof the attributes in each of the verticals and the value of each of themost reliable attributes based on the attributes having the highestweight. As such, the first name attribute 718, the last name attribute720, the age attribute 722, the profession attribute 726, and theeducation attribute 728 can be assigned the value of the correspondingattributes in the job profile. Thus, values can be assigned based on theattributes having the highest or heaviest weights for each profile ineach vertical. For example, the attribute of first name corresponding tothe jobs vertical profile has a weight 446 of 1 in the jobs profile, aweight 546 of 0 in the dating profile, and a weight 646 of 0.9 in theshopping vertical. Therefore, because the weight for the attribute offirst name 418 corresponding to the jobs vertical user profile is thehighest, namely 1, value of the first name attribute 418 in the userprofile will be the one that is used as value 746 of the demographicprofile. Likewise, a social habits attribute 734 would be provided withthe value corresponding to the dating profile social habits 534. Thisdetermination is made based on the weighting of attributes of all otheruser profiles of other verticals. Thus, for example, the attribute forsocial habits 434 for a jobs vertical only has a weight 462 of 0.2. Thesocial habits attribute 634 for the shopping vertical user profile has aweight 662 of 0. In contrast, the social habits attribute 534 in thedating vertical has a weight 562 of 1. Therefore, because the socialhabits attribute 534 in the dating vertical has the greatest weight, thevalue corresponding to the social habits attribute 534 has been assignedas value 762, which is the value corresponding to attribute for thesocial habits 734 in the demographic profile.

In another example, spending habits attribute 734 can be provided withthe value 770 of spending habits in the shopping profile. The spendinghabits attribute 642 has a weight of 1 in comparison to the weight of0.6 for the spending habits attribute 542 and the weight 0.2 of thespending habits attribute 442. Thus, because these attributes have beenweighted lightly, the value of the more heavily weighted attribute,namely the spending habits attribute 642 of the shopping vertical isused as the value 770 in the demographics profile.

One skilled in the art will recognize that this comparison of attributeweights can be executed for one or more attributes for multiple verticaluser profiles. In addition, one or more attributes can be used for aspecific horizontal profile such as the demographic profile. Another setof attributes can be utilized for a different horizontal profile, suchas content profiles, preference profiles and access profiles.

Having access to multiple horizontal profiles, the search engine 108 canrender more accurate and precise search results. Therefore, a userhaving one or more horizontal profiles as disclosed herein can beprovided with better quality search results for both web searching ingeneral as well as vertical specific searching. In addition, userprofiling as disclosed herein permits personalization in variousservices across one or more verticals offered by the service provider140. For example, user profiling as disclosed herein can be utilized topersonalize search input from a user.

In another example, user profiling as disclosed herein can be utilizedto personalize search input from a user. The search input from the usercan be supplemented with location of the user, preferences, etc. so asto create a personalized search query. In another example, userprofiling as disclosed herein can be utilized to personalize targetedadvertisement and/or promotional material delivered to a user. Inanother example, user profiling as disclosed herein can be utilized topersonalize recommendations of media, job listings, etc. In anotherexample, user profiling as disclosed herein can be utilized topersonalize electronic communications with the user such as email,instant messaging, wireless communication, etc.

While some examples of verticals, attributes, values, and weights havebeen provided herein, one skilled in the art will recognize thatmultiple variations and examples of verticals, attributes, values, andweights exist. Thus skilled in the art will recognize that the methodsand systems of the present disclosure may be implemented in many mannersand as such are not to be limited by the foregoing exemplary embodimentsand examples. In other words, functional elements being performed by asingle or multiple components, in various combinations of hardware andsoftware or firmware, and individual functions, can be distributed amongsoftware applications at either the client of server level or both. Inthis regard, any number of the features of the different embodimentsdescribed herein may be combined into single or multiple embodiments,and alternate embodiments having fewer than or more than all of thefeatures herein described are possible.

Functionality may also be, in whole or in part, distributed amongmultiple components, in manners now known or to become known. Thus,myriad software/hardware/firmware combinations are possible in achievingthe functions, features, interfaces and preferences described herein.Moreover, the scope of the present disclosure covers conventionallyknown manners for carrying out the described features and functions andinterfaces, and those variations and modifications that may be made tothe hardware or software or firmware components described herein aswould be understood by those skilled in the art now and hereafter.

1. A method of providing user profiling a user of multiple verticals,comprising: receiving from a user computing device a first input thatpopulates a first vertical attribute in a first vertical profile, thefirst vertical attribute holding a first value for a usercharacteristic; receiving from the user computing device a second userinput that populates a second vertical attribute in the second verticalprofile, the second vertical attribute holding a second value for theuser characteristic; assigning the first value of the first verticalattribute to an attribute in the generic profile if the first verticalattribute is determined to have a greater reliability weight than areliability weight of the second vertical attribute; and assigning thesecond value of the second vertical attribute to an attribute in thegeneric profile if the second vertical attribute is determined to have agreater reliability weight than the reliability weight of the firstvertical attribute.
 2. The method of claim 1, wherein the first inputcomprises the selection of an item listed in the first vertical.
 3. Themethod of claim 1, wherein the first input comprises the registration ofthe user in the first vertical.
 4. The method of claim 1, wherein thesecond input comprises the selection of an item listed in the secondvertical.
 5. The method of claim 1, wherein the second input comprisesthe registration of the user in the second vertical.
 6. The method ofclaim 1, further comprising: receiving a web search request from theuser computing device; and searching data on the World Wide Web that isrelevant to the attribute in the generic profile.
 7. The method of claim1, wherein the user characteristic is the first name, the last name, theage, the gender, the spending habits, or the social habits of the user.8. The method of claim 1, further comprising assigning a heavyreliability weight to the first attribute in the first vertical if it isestablished that the user will likely provide reliable data for thesecond attribute in the second vertical.
 9. The method of claim 1,further comprising assigning a heavy reliability weight to the secondattribute in the second vertical if it is established that the user willlikely provide reliable data for the second attribute in the secondvertical.
 10. The method of claim 1, wherein the first vertical is anInternet service such as an Internet job listing service, an Internetdating service, an Internet product comparison service, Internetautomobile purchase service, Internet real estate service, an Internettravel service, an Internet media service, or an Internet socialnetworking service.
 11. The method of claim 1, wherein the secondvertical is an Internet service such as an Internet job listing service,an Internet dating service, an Internet product comparison service,Internet automobile purchase service, Internet real estate service, anInternet travel service, an Internet media service, or an Internetsocial networking service.
 12. The method of claim 1, wherein thegeneric profile is a demographic profile.
 13. The method of claim 1,wherein the generic profile is a content profile.
 14. The method ofclaim 1, wherein the generic profile is a user access profile.
 15. Themethod of claim 1, wherein the generic profile is a preferences profile.16. The method of claim 1, wherein the generic profile is accessible tothe first vertical through a first vertical engine.
 17. The method ofclaim 1, wherein the generic profile is accessible to the secondvertical through a second vertical engine.
 18. The method of claim 1,further comprising utilizing the generic profile to personalize searchinput from a user, search results from a user search, targetedadvertisement, or electronic communications.
 19. A system to provideuser profiling of a user of multiple verticals, comprising: a networkserver that receives from a user computing device a first input utilizedto populate a first vertical attribute in a first vertical profile, thefirst vertical attribute holding a first value for a usercharacteristic, the network server further configured to receive fromthe user computing device a second user input utilized to populate asecond vertical attribute in the second vertical profile, the secondvertical attribute holding a second value for the user characteristic;and a profiling module that creates a generic profile, the profilingmodule configured to assign the first value of the first verticalattribute to an attribute in the generic profile if the first verticalattribute is determined to have a greater reliability weight than areliability weight of the second vertical attribute, the profilingmodule further configured to assign the second value of the secondvertical attribute to an attribute in the generic profile if the secondvertical attribute is determined to have a greater reliability weightthan the reliability weight of the first vertical attribute.
 20. Thesystem of claim 19, wherein the first input comprises a selection of anitem listed in the first vertical.
 21. The system of claim 19, whereinthe first input comprises a registration of the user in the firstvertical.
 22. The system of claim 19, wherein the second input comprisesa selection of an item listed in the second vertical.
 23. The system ofclaim 19, wherein the second input comprises a registration of the userin the second vertical.
 24. The system of claim 19, further comprising asearch engine that receives a web search request from the user computingdevice, the search engine further configured to search data on the WorldWide Web that is relevant to the attribute in the generic profile. 25.The system of claim 19, wherein the user characteristic is the firstname, the last name, the age, the gender, the spending habits, or thesocial habits of the user.
 26. The system of claim 19, wherein theprofiling module is further configured to assign a heavy reliabilityweight to the first attribute in the first vertical if it is establishedthat the user will likely provide reliable data for the second attributein the second vertical.
 27. The system of claim 19, wherein theprofiling module is further configured to assign a reliability weight tothe second attribute in the second vertical if it is established thatthe user will likely provide reliable data for the second attribute inthe second vertical.
 28. The system of claim 19, wherein the firstvertical is an Internet service such as an Internet job listing service,an Internet dating service, an Internet product comparison service,Internet automobile purchase service, Internet real estate service, anInternet travel service, an Internet media service, or an Internetsocial networking service.
 29. The system of claim 19, wherein thesecond vertical is an Internet service such as an Internet job listingservice, an Internet dating service, an Internet product comparisonservice, Internet automobile purchase service, Internet real estateservice, an Internet travel service, an Internet media service, or anInternet social networking service.
 30. The system of claim 19, whereinthe generic profile is a demographic profile.
 31. The system of claim19, wherein the generic profile is a content profile.
 32. The system ofclaim 19, wherein the generic profile is a user access profile.
 33. Thesystem of claim 19, wherein the generic profile is a preferencesprofile.
 34. The system of claim 19, wherein the generic profile isaccessible to the first vertical through a first vertical engine. 35.The system of claim 19, wherein the generic profile is accessible to thesecond vertical through a second vertical engine.
 36. The system ofclaim 19, wherein the generic profile is utilized to personalize searchinput from a user, search results from a user search, targetedadvertisement, or electronic communications.